Basic description of the project: McDonald’s wanted to communicate to adults who rarely paid them a visit. For them, McDonald’s held few emotional ties, and only offered convenience. These people had grown apart from McDonald’s. We needed to re-engage them.
The insight was that most adults, regardless of whether they still go to McDonald’s, have fond memories of it from their youth.
So, we decided to build an adult-sized Playland to make them feel like kids again.